The ads, which will be featured on TV, in print and online, focus on animals in the company’s parks such as Leon, a 9-year- old sea lion in San Antonio who is “as tall as a basketball player” and can blow bubbles out of his nose.

“Only here, only at SeaWorld,” the ad said.

The theme-park operator based in Orlando, Florida has been battling animal activists who say the company shouldn’t keep killer whales in captivity for entertainment. In December, SeaWorld said its chief executive officer, Jim Atchison, would step down. He hasn’t been replaced.

The campaign debuts, the company said, amid a crisis in California that led its San Diego park to suspend sea lion shows so employees can rescue a growing number of the creatures stranded on local beaches. SeaWorld has rescued 475 marine mammals this year through March 12, exceeding the previous record of 474 in 1983.

The company plans a separate campaign focusing on its brand reputation that will begin in the coming weeks.

This article was written by Christopher Palmeri from Bloomberg and was legally licensed through the NewsCred publisher network.